tw telecom Active Interaction

Strategy

The Active Interaction Campaign launched in November 2008 and was a ground breaking opportunity for tw telecom to leverage a fully-integrated, fully-personalized campaign that spanned traditional media, online media and included new technology that allowed for the customization of text inside a video feed. This campaign targeted enterprise-based IT decision makers through email and direct mail, prompting respondents to query their own name in a major search engine.

When a respondent searched their name, a customized Pay-Per-Click ad returned in the search results page, and led them to a Web portal. Upon arrival to the portal, they saw variable video that addresses them personally and provides a 90 second spot on the benefits of the tw telecom fiber-based network for their enterprise business.

Results

The campaign is being used on an on-going basis—new lists are entered into the database and new mailers, emails, portals and videos generate automatically. It’s as much of a plug-and-play platform for continued maximization of marketing dollars as it is a campaign.

Awards

2009 BMA Gold Key
2009 BMA Silver Key